How To Leverage Generational Preferences In Healthcare Marketing

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Healthcare marketers who want to effectively connect with patients in different age groups need to understand that each generation—from social-media-loving Gen-Z to more traditional Baby Boomers—seeks and processes medical information to make healthcare decisions in unique ways. Smart marketing means creating messages and using communication methods that truly speak to how each age group likes to receive and think about healthcare information.

Here, members of Forbes Agency Council dive into some of the most effective ways healthcare marketers can tailor content to match each generation's communication style and preferences. Using the tips below, healthcare brands can build stronger, more meaningful connections with their target audiences.

Healthcare marketers can bridge age gaps by meeting each group where they are. Target younger decision-makers (ages 35 to 44), who drive the vast majority of family health choices, through digital-first channels like social media, videos and health apps. For senior audiences, maintain traditional media. Create content that works across platforms: educational videos, social posts and mobile-friendly telehealth tools. - Ben Kunz , Mediassociates

Reaching diverse age groups in healthcare marketing is easier with AI-powered content tailoring. Younger audiences may prefer short, casual videos, while older patients might value more detailed information. AI helps deliver the right format and depth of content to each demographic, ensuring messages are received in ways that feel natural and ultimately enhancing patient engagement across all ages. - Christy Saia-Owenby , MOXY Company

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In healthcare marketing aimed at multiple age demographics, if you're targeting all of them at once, consider showcasing images of each demographic engaging in age-appropriate activities and benefiting from the same healthcare service. To reinforce the message, you could conclude by showing everyone together, highlighting their satisfaction after experiencing the benefits of the healthcare product or service. - Jessica Hawthorne-Castro , Hawthorne Advertising